Three-year long study finds native ad spend jumped 600 percent between 2014 & 2016

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After a three-year long study analyzing more than a billion native ad impressions across 10 verticals, Nativo says that native ad spending increased 600 percent between 2014 and 2016.

Between Q1 2014 and Q4 2016, the native advertising platform evaluated the native ad spend for more than 700 brand advertisers. The verticals represented in the study included: Automotive, Tech B2B, Tech B2C, Entertainment, Finance and Insurance, Food and Drink, Travel, CPG, Business and Health & Fitness.

According to the study’s findings, Food and Drink advertisers saw the biggest year-over-year increase in share for native ad spend at nine percent.

Nativo found that verticals that were slower to come to native advertising — Business, CPG, Travel, and Food and Beverage — all grew, owning a 45 percent aggregate share of the native ads by the end of 2016.

The verticals Nativo identified as early adopters of native ads — Automotive, Tech B2B, Entertainment, Tech B2C and Finance and Insurance — saw a 20 percent drop in their native ad spend share.

Share of Overall Native Ad Spend by Vertical

“The data indicates that while advertisers are committed to increasing their investment in native, they are still experimenting where content strategies fit within their overall marketing mix,” says Nativo VP of Campaign Operations Casey Wuestefeld in a release announcing the study.

About The Author

Amy Gesenhues is Third Door Media’s General Assignment Reporter, covering the latest news and updates for Marketing Land and Search Engine Land. From 2009 to 2012, she was an award-winning syndicated columnist for a number of daily newspapers from New York to Texas. With more than ten years of marketing management experience, she has contributed to a variety of traditional and online publications, including,, and Sales and Marketing Management Magazine. Read more of Amy’s articles.


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